Long before meals are prepared for Eid celebrations and long before families gather around dining tables, salt is already deeply embedded in the economic and cultural systems in Nigeria.
As part of its pre-Eid engagement activities, Dangote Salt undertook a series of field visits to highlight the often-unseen role of salt in traditional industries and everyday life. The initiative began at Yan Mota, one of Nigeria’s historic tanning communities, where craftsmen continue centuries-old leatherworking traditions that have helped establish the city as one of West Africa’s most renowned centres of leather production.
During the visit, discussions centred on the role of salt in the leather-making process, particularly in the preservation and treatment of animal hides before further processing. To support the artisans’ work, bags of the industrial 50kg Dangote Salt were presented to the tannery community, reinforcing both the practical importance of salt in their production cycle and the company’s recognition of their craft and contribution to local industry.
The engagement continued at the Kofar Mata dye pit, where craftsmen demonstrated the intricate process behind the production of locally dyed textiles. Here too, conversations explored the role of salt in fabric treatment and dye preparation, with artisans explaining how it supports consistency and quality in the dyeing process. Industrial 50kg bags of Dangote salt were also shared with the dyeing community as part of the visit, underscoring its relevance within their craft and the everyday realities of their work.
These interactions formed part of Dangote Salt’s broader effort to connect directly with communities whose livelihoods intersect with its products in practical and often underappreciated ways.
The campaign culminated at Sabon Gari Market, where Dangote Salt and Dangote Seasoning hosted a consumer activation that brought together traders, shoppers and community members for a day of wellness conversations, product engagement and entertainment.
Across the market, visitors interacted with branded displays and product showcases while participating in conversations around nutrition, food preparation and healthy consumption habits.
Opening the activation, Salisu Balarabe, Sales Operations Manager at NASCON Allied Industries PLC, noted that markets remain important spaces for brands to engage directly with the communities they serve.
Salisu Balarabe, Sales Operations Manager at NASCON Allied Industries PLC delivering the opening remarks.
“Markets remain at the heart of our communities and everyday interactions,” Balarabe noted. “Bringing this experience directly to people allows us to engage beyond transactions and build stronger relationships with consumers and trade partners. We are committed to ensuring that people not only know our products, but also understand the value they bring into homes and daily life.”
A major highlight of the activation was an interactive wellness session led by medical practitioner Amina Sa’id Muhammad, who engaged attendees in practical discussions around Dangote refined and iodised salt, nutrition and overall wellbeing.
Dr. Amina Sa’id Muhammad addressing the crowd.
The session encouraged traders and retailers to ask questions and share experiences while exploring the importance of iodine in daily diets, the body’s need for salt in the right quantity and the role it plays in hydration, muscle function and overall health. Discussions also addressed common misconceptions around salt consumption and the health implications of insufficient iodine intake.
Speaking during the activation, Zainab Abbas, Head of Marketing at NASCON Allied Industries PLC, explained that the campaign was designed to create meaningful connections by engaging with people in the spaces and traditions that shape everyday life.
L-R: Zainab Abbas, Head of Marketing at NASCON Allied Industries PLC and Dr Amina Sa’id Muhammad
“At Dangote, we believe brands become stronger when they become part of the communities they serve,” Abbas remarked. “This activation is not only about showcasing our products; We want consumers to see Dangote Salt and Dangote Seasoning as part of everyday life and part of the moments that bring families and communities together.”
The atmosphere later shifted into celebration with a surprise appearance by popular actor and musician Umar M Shareef, whose arrival generated excitement across the market. He interacted with traders and visitors before delivering live performances that added to the festive atmosphere.
Closing the event, Kamal Jibrin Yakubu, Field Sales Officer at NASCON Allied Industries PLC, thanked members of the market community for their participation and warm reception.
“Today was about more than bringing products closer to people,” Yakubu observed. “It was about meeting people where they are, listening, engaging and creating experiences that leave a positive impact. We appreciate the warmth and enthusiasm from everyone who joined us.”
From the tanneries and dye pits to one of the city’s busiest markets, the campaign reflected Dangote Salt and Dangote Seasoning’s commitment to celebrating the people, traditions and everyday moments that bring communities together.
